Lately, attorneys are facing many obstacles related to online marketing namely increasing competition and changing of customer behavior. As a result, Search Engine Optimization has become a priority for many firms.
SEO is a practice that involves configuring both on-site and off-site elements of a website which are considered by search engines in ranking. Many SEO techniques are applicable to various industries, but to succeed in promoting your firm in a legal industry they should be specified accordingly. Marketing in this industry is different, as soon as the rules and regulations are imposed by state bar associations.
Jack Miller, the Customer Success Manager of Semalt Digital Service highlights main features that you must consider when elaborating SEO strategy for a legal firm.
1. Keyword Research
The first step in optimizing a website is a keyword research. An attorney can focus on the keywords that indicate that the searcher intends to sign up for legal services. These keywords must have a decent volume in order to ensure that the search engine will direct the traffic to it. The key in this technique is finding out what potential clients may type into the search bar.
2. Attorney-Specific Call To Action
Another technique that has proven its efficiency is a specific call to action. This is designed to force the visitor to take an action. However, creating a call to action will require some efforts and a strategy that will pull off. The CTAs have to ensure that the searcher will easily see the message without scrolling through a lot of information. They should place this call to action on every page of the website in the most visible area, for instance, website's header.
3. Attorney Schema
This generally refers to HTML code that is usually applied to content to help the search engine to understand the relationship between a variety of pieces of the content. The legal industry has its own schema that lets a search engine know the kind of content that is related to any legal specialist or law firm. Marking up your content with schema helps to improve the click-through rate on search engine results.
4. Legal Content Umbrellas
Google crawls and indexes online content in a systematic and coherent manner. Thus, it is good to organize your website in a way to have a page for each practice area and sum up all these practices logically. That will remove the burden of finding relevant content on a website.
5. Link Building
Link Building is another factor that greatly influences page ranking in search engine results. However, not all the links are equal. Therefore, an attorney needs to acquire links from high-quality sources that contextually relevant. The greater the number of high quality links points to your website, the better it will rank in search engines.
At this day and age, making a site online is not optional for lawyers. Every day, more and more customers are turning to online platforms to find information about legal services. Semalt clients have proven, that comprehensive SEO plan is important if you want to show up on the first page of search engine results.